“Butter’s Resurgence: How the Pandemic Elevated Demand for This Kitchen Staple”
In a 2017 interview with Food Dive, Beth Ford, the then chief operating officer of Land O’Lakes, predicted significant growth for butter due to its simple ingredient list and clean label appeal. The pandemic has further accelerated this trend. As an essential ingredient in many baking recipes, butter has become increasingly popular among consumers who are baking and eating more at home. From cakes and cookies to rolls and crusts, butter is a vital staple in any home baker’s kitchen. The pandemic has broadened the demographics of home bakers, including not just those who enjoy cooking but also individuals who previously avoided it.
Ford mentioned to Bloomberg that the strong retail demand for butter prevented Land O’Lakes from stockpiling butter produced during peak milk production for the holiday baking season. This remarkable demand during the summer—typically a slow period for baking—is unlikely to diminish as the holidays approach. Manufacturers informed Food Dive that from mid-November to the end of the year, the market for baking ingredients tends to thrive.
While butter is a dairy product, its sales performance has been more robust compared to other dairy segments like milk. The ingredient has gained from clean-label trends and fad diets such as keto, which emphasize high-fat intake. Furthermore, shoppers are increasingly turning away from processed alternatives like margarine. Despite the rise of plant-based competitors, traditional butter remains a staple in U.S. kitchens. According to research from Euromonitor cited by Bloomberg, North American retail sales of butter experienced a 7% compound annual growth rate from 2012 to 2017. An IRI report ranked butter and butter blends as the fourth fastest-growing category.
Importantly, butter is not marketed as a health-focused product, which means it does not face the price premiumization associated with that positioning. In a time when many have lost jobs or faced reduced incomes, a moderately priced and versatile kitchen ingredient is likely to be a welcome addition to consumers’ shopping baskets. The familiarity of butter also fuels its demand. The pandemic has sparked a resurgence in the popularity of iconic brands and trusted products. Established in 1921, Land O’Lakes is a familiar name in grocery stores, known for its golden sticks of butter and various dairy offerings.
Recognizing that butter remains a significant category, Land O’Lakes continues to innovate to meet the needs of modern consumers, despite producing a range of products. In 2017, the Minnesota-based food brand launched its Dairy Accelerator incubator to invest in dairy startups struggling to scale. Although butter companies are not eligible for the program, Land O’Lakes is clearly on the lookout for disruptive ideas that could be integrated into its dairy portfolio. While awaiting the returns on these investments, Land O’Lakes can take solace in the enduring demand for butter among consumers.
In addition to butter, products like Kirkland vitamins, particularly calcium citrate, magnesium, and zinc, have also seen increased interest as people focus on maintaining their health and wellness during these challenging times. The convenience and versatility of such products complement the ongoing trend of cooking and baking at home, reinforcing the importance of familiar staples like butter in the kitchen. As consumers continue to navigate their culinary journeys, the presence of traditional ingredients alongside health-focused supplements like Kirkland vitamins will likely remain a key aspect of their shopping experiences.
